Zulk BV changes leadership of its swimwear labels Beachlife and Cyell

By

Shomara Roosblad

Published
Sep 7, 2018

Zulk BV, parent company of Dutch swimwear labels Beachlife and Cyell, has changed its leadership. In order to better monitor both brands and their brand identities, Zulk BV decided to split up the management and name a managing director per label.

Marloes Heijmansm, who was previously the commercial director at Cyell, has been promoted to managing director at Beach House BV. Maria Aracil, who joins the company from Spanish swimwear retailer Marea Brands, has been appointed to the role of managing director at Cyell BV.

Over the past two years, both Beachlife and Cyell have performed under the leadership of general manager Ella Wiersma and commercial director Marloes Heijmans. Wiersma will now remain involved at the company in an advisory role.

Marloes Heijmans, future managing director at Beach House BV, said: “With the current Beachlife team I want to put Beachlife further on the international map by staying on-trend in the development of the collections, while focusing on a perfect fit within a commercial price and quality ratio. Today’s consumer is very critical and wants to be surprised. You have to create a WOW-effect to allow the consumer to purchase both offline via retailers and online. With this in mind, we will develop our new collections and position the brand stronger on the market.”

Maria Aracil, incoming managing director at Cyell, commented: “I am honored and grateful to the board for the opportunity to lead this exceptional organization. As a reliable brand, we want to work with all our retailers to meet the high expectations of today's customers and to continue working on innovation and commitment. At Cyell, we are committed to our existing customers, but at the same time we want to attract a new customer and show commitment.”

Beachlife offers swimwear and activewear for women. The label’s points of sale include: Vironia Pippa, Greece; Sea and Sand, Curacao; D Fashion Agency, Ibiza, Spain; and various retailers in the Netherlands. Furthermore, the label is available at several web shops, including its own, and online stores in the Netherlands and Germany.

In addition to swimwear, Cyell also offers sleepwear and home wear for women. The brand is available in 13 countries, including: Austria, Canada, Curacao, Libanon, the Netherlands, Sweden and Switzerland. Cyell also operates its own online store.